Leslie Defends S.C. Turf ‘n’ Surf

Incumbent Retains $7 Mil. State Tourism
ATLANTA–It was a tough battle, but Leslie Advertising has retained the South Carolina tourism account.
The Greenville, S.C., agency has held the state business, worth $7 million annually, since 1979.
Leslie’s experience and account service infrastructure were critical factors in the win.”It was extremely tight,” said a source involved in the review. “Lengthy, long and grueling.”
The in-state competition included Brandon Advertising in Myrtle Beach, Rawle- Murdy Associates in Charleston, and Chernoff/Silver & Associates and Newman, Saylor & Gregory, both in Columbia.
As required by law, the South Carolina Division of Tourism, headquartered in Columbia, sent out a request for proposal in March.
Leslie will produce a multimedia campaign focused primarily within 700 miles of Carolina, but extending as far as Japan, Germany and the United Kingdom.
Tourism is the state’s No. 1 source of revenue.
Kiawah Island has become a destination of choice for golf enthusiasts. Historic Charleston boasts a Ritz-Carlton, sophisticated restaurants and a booming convention business.
“We’re now at that critical mass where larger clients take you more seriously because you can deliver better service,” said Carlos Jiminez, Leslie’s chief executive officer.